Marketing Chapter 3 - Environment

Aspects of the Demographic Environment

1. Changing structure of the population 2. Changing American Family 3. Geographic Shifts in Population 4. A more professional population 5. Increasing Diversity 6. The Economic Environment 7. Changes in Consumer Spending 8. Income Distribution 9. The Natural Environment (Environmental, Technological, cultural, and Political)

Customer Markets

1. Consumer Markets - Consist of individuals and households that buy goods and services for personal consumption 2. Business Markets - Buy goods or services for further processing or use in their production processes 3. Reseller Markets - Buy goods and services to resell at a profit 4. Government Markets - Consist of government agencies that buy goods and services to produce public services or transfer the goods and services to others who need them 5. International markets - Consist of buyers in other countries including consumers, producers, resellers, and government

Types of Publics

1. Financial Publics - Influences the company's ability to obtain funds (ie. Banks, investment analysts, stockholders) 2. Media Publics - Carries news features and editorial opinions (ie. newspapers, magazines, TV stations, blogs, and other internet media) 3. Government Publics - Government developments, must consult with lawyers with issues such as product safety 4. Citizen-Action Publics - Marketing decisions may be criticized by consumer groups, environmental groups, and minority groups 5. Local Publics - Includes neighborhood residents and community organizations 6. General Public - Company needs to be concerned with the general public's attitude towards its products and activities 7. Internal Publics - Includes workers, managers, volunteers, and board of directors

The Changing Natural Environment

1. Growing shortages of raw materials 2. Increased pollution 3. Increased government intervention 4. Environmental sustainability 5. The Technological Environment 6. The Political and Social Environment 7. The Cultural Environment (Persistence of cultural values and Shifts in secondary cultural values)

Types of Marketing Intermediates

1. Resellers - distribution channel firms that to help the company find customers and make sales to them 2. Physical Distribution Firms - Help stock and move goods from points of origin to their destinations 3. Marketing Services Agencies - The marketing research firms, advertising agencies, media firms, and marketing consulting firms that help the company target and promote its products to the right markets 4. Financial Intermediaries - Banks, credit companies, insurance companies, and other business that help finance transactions or insure against risk

Marketing Environment

Actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers

Microenvironment

Actors close to the company that affect its ability to serve its customers - the company, suppliers, marketing intermediates, customer markets, competitors, and publics

Publics

Any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectives

Changing Structure of the Population

Baby Boomers, Generation X, Generation Y (Millennials) - Teens, Tweens, Adults

Marketing Intermediaries

Firms that help the company to promote, sell, and distribute its goods to final buyers

Changing Economic Environment

Industrial economies - Rich markets for many different kinds of goods Subsistence Economies - Consume most of their own agricultural and industrial output (offer few market opportunities) Developing Economies - Can offer marketing opportunities for the right types of products

Macroenvironment

Larger societal forces that effect the microenvironment- demographic, economic, natural, technological, political, and cultural forces

The Natural Environment

The natural resources that are needed as inputs by marketers or that are effected by marketing activities

Demography

The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics

Environmental Sustainability

an effort to create a world economy that the planet can support indefinitely